<SOLARTOPIA: BUILD A SOLAR UTOPIA> MFA THESIS PROJECT
MFA THESIS PROJECT ZHEN JIMMY LI \\\\\ ZHEN JIMMY LI \\\\\
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Our mission is to clear up any uncertainty on solar power and encourage more people to go solar.
ZHEN JIMMY LI
Contents
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
“
I’d put my money on the sun and solar energy. What a source of power! I hope we don’t have to wait until oil and coal run out before we tackle that.”
—Thomas Edison
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
01 The Issue 02 Research
03 Development
04 Visual Guidelines
05 Deliverables
a. Background
01
b. Problem
08
a. Ideation
12
b. Survey, Interview & Event
20
c. Insights
32
d. Audience & Stakeholders
36
e. Strategies
44
f. Timeline
46
a. Logo Exploration
48
b. Thesis Video
54
c. Thesis Website
62
a. The Book
66
b. Identity
72
c. Type Choices
84
d. Color Source
88
e. Color palette
90
f. Photo Style
92
g. Graphic Elements
96
a. Grids
98
b. Stationery Set
102
c. Event
104
d. Brand Posters
112
e. Event Posters
114
f. Advertising
116
g. T-shirts
118
h. Mobile App
1 22
i. Catalog
134
j. Brand Website
136
k. Product Design
138
l. Retail Setting
140
M. Packaging
1 42
<01> THE ISSUE
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
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ZHEN JIMMY LI
A. BACKGROUND
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Global Warming
1850
1900
World Greenhouse Gas Emissions
1950
2000
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
“
If we take all this actions and if it turns out not be true, we have reduced pollution and have better ways to live, the downside is very small. The other way around, and we don’t act, and it turns out to be true, then we have betrayed future generations and we don’t have the right to do that.”
—Tony Blair, Former British Prime Minister
2020
03
A. BACKGROUND
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Alternative Fuels
>> >> >> >> >> >> >>
Tidal Power Wind Power Hydroelectricity Geothermal Biomass Compressed Natural Gas Nuclear
None of these power sources is ideal. Some can not work steadily. A few are going to exhaust soon. Some of them has technical issues. Some are hazardous. In short, they are not sustainable enough, While solar power is abundant and free.
ZHEN JIMMY LI
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Energy Reserves (Billion Tonnes Oil Equivalent) 900
800
700
600
500
400
300
200
100
0
2011
2021
2031
*ecotricity.co.uk
2041
2051
2061
2071
2081
2091
ZHEN JIMMY LI
A. BACKGROUND
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Energy Dependence Being politically independent for more than 200 years, the American industry is still heavily depending on foreign oil.
Consumption
Production
1970
U.S. Oil Consumption and Production
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Western Hemisphere
53%
Other
3%
Africa
16%
Persian Gulf
28%
Other
7% 3% 9% 65%
U.S. oil imports
2012
Africa Europe
Persian Gulf
U.S. oil imports
2015 2025
Source: U.S. Energy Information Administration
Western Hemisphere
65%
B. PROBLEM
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Solar energy is free and abundant. Yet only 1.5% of total electricity is generated by solar in the U.S., ranked 4th in the world behind China Germany, and Japan as of Dec 2015. What if the 1.4 Million household in the U.S. all go solar?
*US Energy Information Administration, Table 1.1. A . Net Generation by Other Renewable Sources: Total (All Sectors), 2003-July 2013, Table 1.1. Net Generation by Energy Source: Total (All Sectors), 2003-Dec2013, accessed 1. Dec 2015.
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ZHEN JIMMY LI
B. PROBLEM
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ENERGY DEPENDENCE
People are unaware
People worry about
Regulatory hurdles
of the benefits of using
the down side of
impede solar progress
solar energy
the solar equipment
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ZHEN JIMMY LI
<02> RESEARCH
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Why don’t people like solar? Why don’t they use it? What’s the problem? What do people worry about? How much does it really cost you to go solar? ...
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A. IDEATION
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Mind Map
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A. IDEATION
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Keywords
The keywords around solar energy are connected with the environment, economy and people. Our future depends on what we decide to do now.
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S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
The earth, our home is deeply disturbed, if we donâ&#x20AC;&#x2122;t do anything now, it will be too late. There are ways to change the path of our future, they all require action now.
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B. SURVEY, INTERVIEW & EVENT
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Survey Monkey questions
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B. SURVEY, INTERVIEW & EVENT
S O L A R TO P I A : T H E S O L A R F U T U R E
ZHEN JIMMY LI
1. Do you own the house you
7. Has any of the solar sales
13. Are you aware of the
live in?
person approached you?
global warming?
Yes.
Yes.
Not too much.
2. Have you ever worried
8. Do you believe them?
about your utility bills?
No.
14. How concerned are you about the climate change?
Not really. 9. Why not?
“We don’t care that much.”
3. How aware are you of
A sales person is always
15. What do you think caused
solar energy technologies?
suspicious. Plus I don’t
the climate change?
Very aware.
understand what they say,
Cars
Slightly aware.
Not aware of.
too technical.
4. Have you considered
10. Who would convince you
to go solar?
going solar?
better?
Maybe 10 years later, when
A neighbor, a friend maybe.
everybody’s going?
16. What could convince you
Yes (go to question 5).
No
(go to question 6). 11. Where else could you 5. What stopped you from
get information about solar
really going solar?
power?
Upfront cost.
Don’t believe
it could save money.
Worry
The internet. But who would believe it?
about maintenance. 12. Would you like to have 6. Why not?
solar panels installed in your
The utility fee isn’t too much.
home if they are free?
Too much maintenance?
Yes, but is it really free?
Reliability?
Could it be too much trouble?
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Interview questions for non-solar homeowners
B. SURVEY, INTERVIEW & EVENT
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Abel
ZHEN JIMMY LI
Rosa
Jason
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Interview questions for Solar homeowners 1. How did you become aware
tions about solar panels
of that month, the number
of solar panels as an option?
before buying them—for
was cut in half.
2008 when I first purchased
example: cost, reliability, etc.?
the house and I really wanted
All of them. I mean it was a
12. Now that you’ve installed
create a world I want to live in.
new thing, no one I knew had
solar panels, what recommen-
I started looking up online and
done it before.
dations or warnings would
gathering information from
you give others who are
different companies. Step by
8. What was the single
considering buying?
step I made it come true.
biggest hurdle for you to buy
Don’t hope that it could
and install them?
let you go totally energy
2. What convinced you to
The cost, they didn’t have so
independent, but it does help.
buy solar panels?
much incentives at that time,
It was the result of a series of
and the installation wasn’t free.
consultation and calculation.
13. In your opinion, what’s the single biggest hurdle for
9. During the installation
anyone who wants to install
3. Any ideological reasons?
process, did you interact
solar panels at home?
Of course. The whole idea
with the city permitting
Cost.
was based on the idea of
department at all, or just
zero fossil fuel. I wanted to
with your contractor?
14. In your opinion, what’s
create a home that pollute
Yes I had to purchase a permit
the most important
the world as little as possible.
which was 300 something
improvement governments
dollars, not too bad.
can make for solar customers?
4. Any financial reasons?
Incentives.
Well when I just bought the
10. After you booked a
house, on mortgage, reduce
contractor, how long did
15. In your view, what’s the
the utility fee was one of the
it take before you could
most important improvement
concerns, but not the main
actually generate electricity
solar contractors can make
reason of going solar.
from the solar panels?
for customers?
They came two weeks
Make the whole process
5. How long have you had
after I called to make an
simpler and easier to
the solar panels?
appointment. It took them
understand.
Since 2008.
two days to install and test everything. The generation
6. How does their perfor-
started the second day.
mance compare to your original expectations?
11. Once the installation
It had a few minor problems,
process began, did you have
but all solved. Didn’t cause
any pleasant or unpleasant
too much trouble. It is
surprises in terms of costs,
exactly as I expected.
delays, or other hassles? I was surprised when the first
7. Did you have any reserva-
power bill came in at the end
B. SURVEY, INTERVIEW & EVENT
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
The Hot Talk
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B. SURVEY, INTERVIEW & EVENT
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
The Hot Talk
We are all flooded with bad news about the earth and its climate everyday. Droughts and floods happen everywhere, icebergs are melting and polar bears are starving. We were also shocked by the nuclear power plant disaster happened in Fukushima in 2011. But nothing seems to move forward very fast for alternative power sources. It needs to change!
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S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Solar power is the most available power source on earth, yet it only makes up a shocking 0.56% of all power produced in North America. We want people to know that apart from being clean and efficient, itâ&#x20AC;&#x2122;s also powerful! It leads a better life and itâ&#x20AC;&#x2122;s the undoubted future.
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B. SURVEY, INTERVIEW & EVENT
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
The Report
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C. INSIGHTS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
1. “It’s too good to be true!”
7. “Solar has a long way to go.”
People don’t believe in the benefits solar can
A lot of people still don’t think solar is
bring. They always ask me: does it really save
available for normal people, at least for now.
money? According to solar users, yes it does!
That’s caused by the solar gaps we are trying
Most people pay half as much they used to
to close.
do after they went solar. 2. People worry about the upfront cost of the equipment. The first thing people ask me when I start to talk about solar is: could it really be free? The answer is “yes”. A lot of companies are providing zero down plans. You get a lower utility bill every month, but you do have to pay a certain amount of payment. But to total expense lower than you were paying before.
3. “I don’t trust them.”
8. “73%.”
People have doubts about the technology
Since the implementation of the ITC in 2006,
in general, or about the salesmen. As many
the cost to install solar has dropped by
new forms of technology, it’s hard for
more than 73%. While residential costs have
ordinary folks to understand. The information
dropped by 45% since 2010, utility-scale
asymmetry is there, waiting for us to fix.
costs have dropped more significantly, with recent contracts at prices below $0.05/kWh.
4. “I’m creating the world I want to live in.” A lot of people go solar (the third biggest reason in the country) because of their ideological concerns. They believe solar power has environmental benefits, by going solar they are making the world a better place to live.
5. “Solar is the future.”
9. Solar helps fortune 500 Companies
This one is from Andrew Leosel, design director
save money.
at Enphase, a San Francisco based solar
Solar is not only for homeowners, data from
company. I believe it too. If a totally clean and
SEIA’s annual Solar Means Business report
abundant energy is not our future, what is?
show that major U.S. corporations, including Walmart, IKEA and Macy’s, are going solar at an incredible rate. The top 25 corporate solar users in America have installed more than 569 MW of capacity at 1,100 different facilities across the country as of August 2014.
6. “Solar is not that complicated.” I got this one from Jason, a Berkeley graduate tech guy. Basically, when light strikes the silicon crystals on the PV panels, it causes the photovoltaic effect, which generates Direct Current electricity (DC), then an inverter changes the DC into alternative current (AC), which our appliances could use, just that simple.
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13. “4.6 Million.” There are over 22,700 MW of cumulative solar electric capacity operating in the U.S., enough to power more than 4.6 million average American homes.
10. “A Brighter Future.”
16. “No battery.”
According to data from Brighter Future:
Nearly all modern solar panel systems are
A Study on Solar in U.S. Schools, a report
grid tied which means they’re connected to
published by the Solar Foundation with
the conventional electricity grid. Your system
support from SEIA, there are nearly 4,000
generates power during the day and excess
K-12 schools in the United States with active
is fed back into the grid through a system
solar systems, meaning more than 2.7 million
called net metering. When this happens,
American students attend solar schools.
your meter spins backwards and your utility company credits you for that power. At night or on overcast days, you’ll use grid power, but you don’t generally get charged for it because of all the credit you’ve generated. 14. “$500.” CA Senate Bill 1222. Under this bill, it’s illegal for cities and counties in California to charge more than $500 for residential solar permits unless they provide substantial evidence to support a higher cost. See the bill for precise definitions.
11. Solar Energy Is An Economic Engine. As the solar industry grows, so does its benefit to the economy. According to The Solar Foundation, there are now nearly 174,000 solar workers in the U.S., more than a 20% increase over employment totals in 2013. These workers are employed at 6,100
17. Solar up, value up.
businesses in every state. The increasing
For every $1,000 that has been saved in
value of projects has injected life into the U.S.
annual electric costs, your home’s value rises
economy as well. In 2013, solar installations
$20,000. (U.S. Department of Housing and
were valued at $13.7 billion, compared to
Urban Development).
$11.5 billion in 2012 and $8.6 billion in 2011. 15. When the power goes out, my home is still powered by solar. When the power goes out, grid-tied systems go out too. That’s because it’s not safe to be pushing electricity back out onto the wires while workers may be trying to fix the problem, so your inverter (the big box near your meter that turns DC electricity created by the panels into usable AC current) recognizes that the grid is out and shuts your system off.
12. California leads the National Solar
18. Pollution?
Capacity Ranking.
Most estimates for concentrating solar power
A plethora of sunny days combined with
range from 0.08 to 0.2 pounds of carbon
supportive solar policies have created an
dioxide equivalent per kilowatt-hour. In both
ideal solar market.
cases, this is far less than the life cycle emission rates for natural gas (0.6-2 lbs of CO2E/kWh) and coal (1.4-3.6 lbs of CO2E/kWh).
C. INSIGHTS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
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D. AUDIENCE & STAKEHOLDERS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
INSTALLER HOMEOWNER
BUSINESS OWNER
MANUFACTURE
ER
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
FINANCIER
6 groups of people related to this topic were chosen for the research. Eventually only 30â&#x20AC;&#x201C;60 years old homeowners were picked to be our audience. we believe By convincing them to go solar, we can make a huge difference. MARKETER
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D. AUDIENCE & STAKEHOLDERS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Audienceâ&#x20AC;&#x2122;s Personal Customer Cards
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D. AUDIENCE & STAKEHOLDERS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Promotional postcards
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D. AUDIENCE & STAKEHOLDERS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Homeowners
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ZHEN JIMMY LI
E. STRATEGIES
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Strategies + Materials Matrix
Topic Area Solar Power
INSIGHTS
STRATEGIES
Outcome
Audience
Convince regular
Homeowners between
people to go solar
30â&#x20AC;&#x201D;60 of age
People are unaware of
People worry about
Regulatory hurdles
the benefits of using
the down side of the
impede solar progress
solar energy
solar equipment
Sort out general
Provide economic
Advocate on behalf of
information about solar
choices of hardware
nascent solar industry.
power and make it
and related services.
available to people
DELIVERABLES
Solar-up! A consulting service that helps people go solar on every step. _ App (news, costs and
Solar Line
SolarSpot
A comprehensive line
A new non-profit
of solar products,
organization
instruction manuals
dedicated to
and guides.
gathering support to fight solar obstacles.
solar calculator, help center) _Website section
_Catalog _ Packaging
_Website
_ Marketing materials
_ Social media
_Website section _ Retail setting
promotions _ Event
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
App with solar calculator
Website sections
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Social Media Promotions
Catalog Website section Website section
Posters / Billboards Packaging
Retail Setting Help Center
Event: Solar Spot
F. TIMELINE
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
SPRING 2016 April
FALL 2016 May
June
GR.810 GR.612 GR.365
Intersession
July
GLA.676
August
September
October
GR.830 GR.604 WNM.613
Sum mer
Solarup! / Solarline Website Sections
Posters + Billboards
App with Sloar Calculator Packaging Chat room service
Catalog
Photography
Writing Draft
Refining
Solar-up!
Solar Line
Sort out useful information, make it accurate and available to people.
related services.
_A consulting service that helps people go solar on every step. _App (news, articles, costs and savings calculator) _Marketing materials _Website section _Ads / Billboards _Chat room service (scripts)
Provide economic choic
A comprehensive line o equipment, instruction _Catalog _Packaging _Marketing materials _Website section _Retail setting
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
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SPRING 2017 November
December
January
Intersession
Feburary
March
GR.850 GR.650
Retail Setting Event
Solarified Website
Social media promotions
User feedback
SolarSpot!
ces of hardware and
of solar gadgets and manuals and guides.
Advocate on behalf of nascent solar industry. A new none profit organization that dedicates to gather support to fight solar obstacles. _Website _Social media promotions _Event
April
May
ZHEN JIMMY LI
<03> DEVELOPMENT
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
There is a beautiful future in front of us, a future with blue water and clear skies, a future we can build with Solar energy. Solar is at an all time high in America right now, but to build a future on it, it still has a long way to go.
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A. LOGO EXPLORATION
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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A. LOGO EXPLORATION
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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B. THESIS VIDEO
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Sketches + Story board
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ZHEN JIMMY LI
B. THESIS VIDEO
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
The sun is rotates, the clouds are moving right.
Script
The sun moves up right, grass growing up. “The sun is the most abundant energy source, yet only...”
“
(Cheerful music all the way.)
GO SOLAR AMERICA! The number is deleted with keyboard noise and a new number is typed.
The number fades out and houses fade in. “There’re 124.6 million households in America...”
Texts out, sun in from the top. Clouds in from all directions and covers the sun.
Sun becomes the bottom of a thermometer
“
Promoting solar power for residential use is my thesis topic. I will make a video to introduce the benefits of going solar, clear some myths about solar energy, and call for
and the tube grows out. The mercury drops. (Whistling dropping sound) “Actually, solar panels work better in low temps...”
people to go solar.
Myth 3: Maintenance is hard. WNM613 Fall 16 Zhen Jimmy Li Final Proposal
Texts out, sun in from the top. Clouds in from all directions and covers the sun. “Actually, solar panels work better in low temps...”
The hand moves out from the left, text moves in from the right.
A w “
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Grass moves down and buildings rise up one
by one. “I want to build a utopia where fossil fuels are abandoned...” (Bending metal sound)
Windows turn into bolts and enlarge... “But only around 0.7% of all electricity is generated by solar in the U.S....”
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The first bolt enlarges and a number slides in. “But only around 0.7% of all electricity is generated by solar in the U.S....” (electricity surge sound)
Myth 1: Solar won’t work on cloudy days Houses turn red.
A question mark enlarges from the center.
“...Why don’t they all go solar?”
“Because there are rumors!”
The question mark slides to the left and new texts slide in from the right.
Myth 2: Solar is expensive. Tax incentive covers 85%.
Thermometer enlarges and becomes the bg. Texts move in.
Texts fades out, circle fades in, blue part grows to 85%, “ITC” fades in with text. “There is a tax incentive for solar users covers up to 85% of the expense...” (Whistling rising sound)
Net Metering.
Zero fades out and new graphics fade in. Doted lines moving to both sides. “...plus there is net metering which allows you to sell energy back to the power company.”
Nope...
A solar panel moves in from the right and a guy
with a running hose moves in from the left. “A hose off once in a while is fine...”
The panel rotates and becomes a sun. “I hope this effort could convince you that solar is worth trying...”
The sun enlarges and becomes the background, logo pops out. “..and let’s build this utopia together.”
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
ZHEN JIMMY LI
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
WATCH THE VIDEOS AT:
http://youtu.be/XGYgqIsx9-I http://youtu.be/S0ARC5xc1x8
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C. THESIS WEBSITE
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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C. THESIS WEBSITE
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
TRY THE WEBSITE AT:
https://projectsolartopia.site
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<04> VISUAL GUIDELINES
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A. THE BOOK
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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B. IDENTITY
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M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
SolarTopiaâ&#x20AC;&#x2122;s mission is to promote the use of residential solar power in America. The identity consists with partial homocentric circles which represent the sun, and tilted lines which represent the solar panel on the rooftop.
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B. IDENTITY
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Logo Anatomy
All the elements form the shape of the letter S, which is the initial of SolarTopia. The groups of circles going after each other represents a circle of efficiency, which holds the energy inside, and emits nothing. The elements of the identity will also be used as graphic elements throughout the system.
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8x
0.5x x 15x
x
8x
x
10x
10x
x
8x
x
x
x
x
x
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B. IDENTITY
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Alternate Versions
Signature.
Signature / symbol in color.
Symbol only.
Signature in horizontal.
0.5" or 13mm
Color: PMS 632 C
Logotype only.
Minimum Size.
PMS 632 U C=60% M=0% Y=0% K=35% R=81 G=144 B=177
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Signature on backgrounds.
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B. IDENTITY
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Sub-brands SolarUp! A consulting service that helps people go solar.
SolarLine A comprehensive line of solar products, instruction manuals and guides.
SolarSpot A new non-profit organization dedicated to gathering support to fight solar obstacles.
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B. IDENTITY
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Unacceptable Usages
No stretching of
No tilting or
Don’t cast a
Don’t use 3D
the logo.
re-orientation of
shadow for the
effects on the logo.
the logo.
logo.
Don’t use random
Don’t use any other
Don’t outline the
Don’t put the logo
font or placement
color on the logo.
symbol or the
on high contrast
logotype.
texture or imagery.
for the logotype.
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
The logo should never be put at any angle, or stretched in any way. It should never be altered in any way either. For the correct use of the logo, it should always be in solid color. There should be absolutely no 3D effect, color gradient or shadow applied to the logo. Any stretching, smudging or blurring effect to the logo should also be avoided.
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B. IDENTITY
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
“We restored the vanished ‘ball terminals’ to the lowercase, and uncharacteristically applied these gestures to the capitals as well, in order to yield a font that’s friendly without being silly, and attractive without being flashy. The result is a typeface that’s well-mannered, easy to work with, and inviting to read.” —Hoefler & Frere-Jones
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Gotham family
Archer Pro family
Gotham Bold
ArcherPro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Gotham Medium
ArcherPro Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Archer is a slab serif typeface designed
increase its charm. Italics are true italic
in 2001 by Tobias Frere-Jones and Jonathan
designs, with flourishes influenced by
Hoefler for use in Martha Stewart Living
calligraphy, an unusual feature for geometric
magazine. It was later released by Hoefler &
slab serif designs. As with many Hoefler &
Frere-Jones for commercial licensing. The typeface is a geometric or neo-grotesque slab serif, one with a geometric design similar to sans-serif fonts. It takes inspiration from midtwentieth century designs such as Rockwell. The face is unique for combining the geometric structure of twentieth-century European slab-serifs but imbuing the face with a domestic, less strident tone of voice. Balls were added to the upper terminals on letters such as C and G to
Frere-Jones designs, it was released in a wide range of weights from hairline to bold, reflecting its design goal as a typeface for complex magazines.
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C. TYPE CHOICES
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Gotham Bold Archer Pro Bold
GO SOLAR SUPPORT SOLAR TO HELP REDUCE GREENHOUSE GASES.
Gotham Book
Gotham Light
Gotham is a family of widely used geometric
Since creation, Gotham has been highly visible
sans-serif digital typefaces designed by
due to its appearance in many notable places,
American type designer Tobias Frere-Jones
including the campaign material created for
in 2000. Gothamâ&#x20AC;&#x2122;s letterforms are inspired
Barack Obamaâ&#x20AC;&#x2122;s 2008 presidential campaign,
by architectural signage that achieved popularity
and 2016 federal election campaign of the
in the mid-twentieth century, and are very
Australian Labor Party. The font has also been
popular throughout New York City. Gotham has
as the cornerstone of the One World Trade
a relatively broad design with a reasonably
Center, the tower built on the site of the
high x-height and wide apertures.
former World Trade Center in New York. It is also the current font to be used in title cards for film trailers in the US.
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C. TYPE CHOICES
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Solar homes for America. Solar homes for America.
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Gotham Book 24 / 18 Gotham Book 18 / 18
Solar homes for America.
Gotham Book 14 / 18
Solar homes for America.
Gotham Book 12 / 18
Solar homes for America.
Gotham Book 10 / 18
Solar homes for America.
Gotham Book 8 / 18
build a solar utopia.
Archer Bold 15 / 18
build a solar utopia.
Archer Bold 14 / 18
build a solar utopia.
Archer Bold 12 / 18
build a solar utopia.
Archer Bold 11 / 18
build a solar utopia.
Archer Bold 10 / 18
build a solar utopia.
Archer Bold 8 / 18
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D. COLOR SOURCE
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
We are using the colors of the American flag to wake arouse the patriotism of the people. When the sun rises behind the flag, it lightens up the colors of it. We chose our theme color from this image, to tell people we are about America, we are about solar power. We get our power from the sun.
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E. COLOR PALETTE
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Primary Colors
SolarTopia Blue C=48% M=12% Y=0% K=0% R=145 G=187 B=226
SolarTopia Navy PMS 300 C C=91% M=66% Y=7% K=0% R=62 G=97 B=161
SolarTopia Red PMS 178 C C=0% M=80% Y=60% K=0% R=211 G=91 B=92
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Secondary Colors
SolarTopia Summer PMS 290 C C=24% M=6% Y=0% K=0% R=196 G=216 B=237
SolarTopia Peach PMS 495 C C=0% M=30% Y=10% K=0% R=249 G=192 B=199
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F. PHOTO STYLE
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
The visual concept is all about natural elements like leaves (which are natural solar receivers), the sky or the ocean. Natural sources of energy are abundant. We are also using shots of happy running people, kids and animals to represent a burdenfree life and a brighter future after switching to solar. Solar construction sites are also going to appear.
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F. PHOTO STYLE
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
Solar Energy Say yes to solar, itâ&#x20AC;&#x2122;s the future energy, and itâ&#x20AC;&#x2122;s totally free and abundant.
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G. GRAPHIC ELEMENTS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
The triangle is a representation of the rooftop.
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The circle and the half circle bare the resem-
It is also an arrow which represents moving
blance of the sun. They are used as devices to
forward. Its upper side is at the same angle as
contain images, numbers or marks.
the straight lines in the logo, and it should be facing right at most occasions.
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
The parallel lines are at the same angle as the lines in the logo. They are evolved from the logo, and are serving a decorative purpose.
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<05> DELIVERABLES
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A. GRIDS
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ArcherPro Bold 26 / 30
“Quote / Subtitle: Din Pro Medium 16 / 20”
SECTION HEAD: KLINIC SLAB BOLD 10 / 14
The Grid and Style Sheets illustrated on this page are those used for the layout and design of the daily documents and communications designs for SolarTopia and its subbrands SolarUp!, SolarLine and SolarSpot. This is a 6 column, 6 row grid with 1p6 pica gutters—a common grid for a 8x10 in magazine sized page. At right are several examples of the most common alternate grids, formats and style sheet arrangements. This body copy is set with Gotham Light 8 / 12. Please contact Corporate Communications if you have any question regarding typographic style sheets or grid arrangements for different formats.
M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
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Standard Grids and style Sheets
Letter sized document (Left Edge Binding) 6 Column 1p6 gutter / 6 Row 1p gutter (Not To Scale)
Tabloid sized poster 6 Column 1p gutter / 7 Row 1p gutter (Not To Scale)
D. BRAND POSTERS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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B. STATIONERY SET
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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C. EVENT
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C. EVENT
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
_Solar Powered _Free Wifi _Free Hot Coffee _Grid Independent
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C. EVENT
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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C. EVENT
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
Social Media page
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E. EVENT POSTERS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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F. ADVERTISING
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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G. T-SHIRTS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
A good t-shirt always carries out the good team spirit. For men, SolarTopia has a simple white or red Tee with “Say Yay to solar” covering the front and the logo on the back. For ladies, it’s white and blue with the words on the back and logo on the front.
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G. Tâ&#x20AC; SHIRTS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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H. MOBILE APP
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
SolarApp! The app is the most important element under the SolarUp! brand, we call it “SolarApp!”. With our new app, you can check out the latest news updates on your favorite solar topics, you can find out what’s new on the SolarLine shelves, and most importantly, you can use our calculator to get an rough idea about the cost for going solar for your home. All these can happen at the comfort of your own home, or anywhere for that matter.
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H. MOBILE APP
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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H. MOBILE APP
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
SolarApp!
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H. MOBILE APP
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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Mockups
H. MOBILE APP
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
TRY THE APP AT:
https://invis.io/K7AS236VN
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I. CATALOG
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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J. BRAND WEBSITE
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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TRY THE WEBSITE AT:
https://solartopia.site
K. PRODUCT DESIGNS
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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L. RETAIL SETTING
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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M. PACKAGING
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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M. PACKAGING
S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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S O L A R TO P I A : B U I L D A S O L A R U TO P I A
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M FA G R A P H I C D E S I G N T H E S I S P R O J E C T
We still have a long way to go convincing America to go solar, but more and more people are joining us. Bottom line is, maybe people donâ&#x20AC;&#x2122;t care about the environment, maybe some believe in alternative facts, but people do live with more comfort and less worries about utility bills after going solar. Itâ&#x20AC;&#x2122;s a win-win choice.
Go solar, America!
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[Colophon]
COURSES
GR 810 01 _Thesis 1 - Concept GR 830 02_Thesis 2 - Exploration GR 850 01 _Thesis 3 - Refinement
INSTRUCTORS
Phillip Hamlett, Anthony Jagoda, Wioleta Kaminska
SEMESTERS
Spring_ 2016 â&#x20AC;&#x201C; Spring_ 2017
TYPEFACES
Archer Pro Gotham
BR AND WEBSITE
solar topia.site
THESIS WEBSITE
projectsolar topia.site
ligionligion@gmail.com
PERSONAL WEBSITE
jimmylidesign.com
S O L A R TO P I A . S I T E
P R O J E C T S O L A R TO P I A . S I T E